Wondering what makes a CTA stand out in your content? In this post, we break down the essential elements of a strong CTA that not only grabs attention but also drives action.
Successful copywriting stands out by grabbing attention from the very first sentence. What makes it work? Itâs a combination of clear messaging, powerful language, and a deep understanding of your audience. The best copy speaks directly to the reader, addressing their needs, interests, or challenges. What catches your eye most often are the phrases that resonate or offer a solution â bold headlines, emotionally charged language, and powerful CTAs (calls to action). These CTAs provide the final push that drives readers to take action, making them a key element in any copy thatâs designed to engage, persuade, and convert.
A CTA, or call to action, is what prompts your audience to take the next step. It could be signing up for a newsletter, following on social media, downloading a resource, or even making a purchase.
Youâll typically find CTAs at the end of a piece, but they can also appear throughout to encourage action at just the right moments. The key is for them to blend naturally with the flow of the content.
A good CTA is simple and speaks directly to what the reader finds valuable. Instead of feeling pushy, it makes the next step easy and worth taking.
There are different types of CTAs, each designed to achieve a specific goal. A well-chosen CTA not only guides users but also helps increase engagement. It can be used to generate leads, drive sales, or simply start a conversation. Here are some common examples you might see:
These are designed to convert visitors into leads by offering something valuable in exchange for their contact information. A common example is a form prompting users to download an eBook or sign up for a newsletter.
For example, this HubSpotâs CTA offers users a free social media content calendar template in return for their email address, which helps them qualify potential customers.
These help users learn more about your products or services. Commonly used on E-commerce or SaaS websites, they encourage users to explore what the company offers, often leading them to product pages or more detailed information.
Atlassian uses a simple product discovery CTA for Atlassian Intelligence that helps users learn about AI features in tools like Jira and Confluence. This CTA is designed to get users curious and show them the benefits of using AI in their daily tasksâ.
These CTAs are designed to boost attendance for webinars, conferences, or other events by creating a sense of urgency. Phrases like âRegister Nowâ or âLimited Seats Availableâ encourage quick action, prompting users to secure their spot before itâs too late.
For example, Microsoft uses a clear âRegister for Microsoft Igniteâ CTA on their event page. Along with the registration, they also offer an email template that attendees can use to convince their management to let them attend, making the process easier for users.
Social sharing CTAs encourage users to spread your content on social media platforms. Buttons like âShare on LinkedInâ or âTweet Thisâ make it easy for people to share your content and help increase its visibility.
You can also use social media CTAs to promote special offers. Instead of just pushing for shares, you can encourage users to take immediate action by offering them something valuable. For example, phrases like âClaim Your Offerâ or âGet Instant Access to Exclusive Dealsâ are simple ways to motivate users to explore your promotions. These CTAs create urgency and make the value clear, prompting users to engage right away.
By the way, at CopyReadyNow, weâre turning the tables on the industry trend of price increases. For our autumn sale, weâre slashing prices for both new and existing users. Itâs our way of giving more value while keeping things affordable.
Digital ads are designed to prompt users to take action quickly. The CTAs here are often focused on getting users to sign up for demos, start free trials, or download resources. Simple phrases like âStart Free Trialâ or âRequest a Demoâ guide users toward the next step with minimal friction.
For example, Zendesk uses a clear CTA like âStart A Free Trialâ in its ads, targeting B2B companies looking for customer support solutions. This direct CTA encourages businesses to explore the platform risk-free, making it easy for potential customers to see the value and take the next step.
A strong CTA grabs attention without being overly complicated. Itâs clear, direct, and leaves no room for confusion. Instead of vague phrases like âClick hereâ or âLearn more,â a strong CTA will tell the reader exactly what theyâll get:
The wording of a CTA matters. It should create a sense of urgency or highlight a benefit, making the reader feel like theyâre gaining something valuable by taking action.
Strong CTAs appeal to deeper emotions like security, curiosity, or a desire for personal growth. Phrases that connect emotionally can turn a simple action into a meaningful decision for the reader.
A strong CTA isn't just about the wording â it needs to stand out visually. Use:
Contrasting colours to make the CTA pop
Clear, readable fonts for easy interaction
Strategic placement: Position the CTA where users naturally pause or finish reading.
Make sure your CTA matches the userâs journey. For instance, someone reading a blog might not be ready to âBuy nowâ but could be more open to âDownload the full reportâ instead.
Your CTA may need tweaks over time. A/B testing different versions of wording, colour, and placement can help identify what resonates most with your audience. Even small changes, like switching from âGet started todayâ to âStart your free trial,â can significantly impact engagement.
Be specific: Clearly state the benefit, like âDownload your free guideâ
Create urgency: Use phrases like âLimited time offerâ or âSign up todayâ for immediacy.
Use action words: Words like âJoin,â âDiscover,â or âUnlockâ encourage interaction.
Appeal to emotions: Tap into feelings of curiosity, security, or growth.
Keep it simple: Avoid overly complex language; make sure itâs clear at a glance.
Test and optimise: Regularly test your CTA to see what drives the best results.
Place thoughtfully: Position CTAs in high-visibility areas where users are most likely to act.
